The marketing and communication profession is abuzz with “content marketing.” While the label is new, the practice isn’t. What is new is the breadth and depth with which it is becoming engrained within organizations and how communicators need to be willing to take a leadership role in brand storytelling, one of the foundational elements of content marketing.
One of the biggest challenges that communicators face is the ability to tell a consistent story. It’s hard enough to get everyone in a siloed communications department on the same page, much else everyone else in the organization. But not teaching employees how to tell your brand story can have significant financial impacts to a company. An inconsistent story can create a disjointed customer experience. Not knowing the story can result in disengaged employees. And an engaged audience telling a consistent story means better financial returns and a richer customer experience.
This presentation explains:
• What content marketing is and why communicators need to pay particular attention
• The importance of brand storytelling across your organization
• The impact that untrained employees can have on customer satisfaction and overall performance
• A framework to establish an internal process to create effective brand storytelling